By Joshua Olomu

Hannatu Musawa, Minister of Art, Culture, Tourism, and Creative Economy, has called for adequate investment in Africa’s rich tourism and creative sectors for a robust contribution to the global tourism revenue index.

The minister made the call at the on-going 68th Meeting of the UN Tourism Regional Commission for Africa (CAF) in Abuja.

The News Agency of Nigeria (NAN) reports that the event is being held from June 11 to 13, with the theme “Boosting Social Impact and Education on Tourism through AI, Innovation and Creative Industries in Africa.”

According to Musawa, the future of African prosperity depends on how its culture, creativity and technology are harnessed to empower people.

She noted that the continent currently captures less than five per cent of the global tourism industry that worths $11 trillion.

She said although the continent was endowed with rich and unique tourism potential, it was making a meagre contribution monetarily to overall global tourism.

“The global tourism industry is worth $11 trillion, and the creative economy adds more than $2 trillion to global GDP.

“Yet Africa captures less than five per cent of global tourism and less than one per cent of global creative exports.

“This is not a deficit of talent or value, but of investment, visibility, and systems; and today, Nigeria invites Africa to close these gaps together.

“The 21st century demands that we build economies not just from the ground, but from the soul.

“And here in Nigeria, we are answering that call—with a bold shift from resource dependency to people-powered prosperity through tourism, culture, and the creative industries,” she said.

Musawa said Nigeria, through the ministry, has conceived flagship initiatives as part of a broader strategy for its culture, tourism and creative sectors.

These initiatives, she said, include the Creative Economy Development Fund (CEDF), the Creative Leap Acceleration Programme, which nurtures the next generation of filmmakers, fashion designers and digital innovators who will provide content that will drive tourism.

She also mentioned the Nigeria Everywhere brand, a soft power platform now driving a 14-point rise in Nigeria’s global cultural index.

According to her, to coordinate infrastructure, the Federal Government has also established the Creative and Tourism Infrastructure Corporation (CTIco), converting public heritage assets into commercial and sustainable tourism destinations through innovative PPP models.

The minister, therefore, called for concerted effort among industry stakeholders and government across Africa to reposition the continent’s tourism as a veritable alternative for wealth creation.

She noted that integrated visa regimes, cross-border tourism corridors, and shared storytelling platforms are needed among African countries for tourism to thrive across the continent.

“Colleagues, the 20th century was powered by hydrocarbons; the 21st future will be powered by human imagination, and this gathering is our opportunity to build that future together.

“Let us envision integrated visa regimes, cross-border tourism corridors, and shared storytelling platforms.

“Let us invest in African talent with the same intensity that the world once invested in its oil and gas.

“Because what we have now is more enduring: it is our culture, our people, and our power to inspire, let this be the turning point.

“Let us reimagine Africa not as a collection of emerging markets, but as a cultural superpower—a continent whose stories move the world, and whose destinations redefine global tourism.

“Nigeria stands ready to lead, to collaborate, and to invest. Let us rise—together. Thank you and welcome to Nigeria,” she said.

Earlier, while declaring the meeting open, President Bola Tinubu urged African countries to adopt policies that promote eco-friendly tourism and preserve cultural heritage across the continent.

According to Tinubu, represented by the Vice-President Kashim Shettima, there is a need for practical solutions and alliances that would boost investment in tourism infrastructure, deepen the sector’s role in actualising the Sustainable Development Goals (SDGs).

“By collaborating with regional bodies, such as the African Union, ECOWAS and UN Tourism, Nigeria encourages other African nations to adopt policies promoting eco-friendly tourism and preserving cultural heritage.

“This collaboration includes sharing best practices, tourism training, developing joint marketing campaigns for sustainable tourism and improving infrastructure to support intra-African travel.

“Through these regional initiatives, Africa can foster a continent-wide movement toward tourism that benefits both the people and the environment, driving long-term prosperity for Africa,” he said.

Earlier in his speech, Amb. Zurab Pololikashvi,  Secretary-General of UN Tourism, commended the Tinubu administration for supporting the transformation of the tourism industry in Nigeria.

He noted that the continent was indeed the new frontier in world tourism, given its huge potential and limitless opportunities for innovation and creativity.

Pololikashvi  urged leaders on the continent to address issues related to connectivity across the region by reviewing existing visa regimes in a bid to ease the movement of tourists across Africa and beyond.

He also urged governments across the continent to ensure adequate budgetary provisions for the sector to ensure increased contribution to economic growth. (NAN) (www.nannews.ng)

Edited by Ekemini Ladejobi